When Unbounce published our Conversion Benchmark Report, we wanted to empower marketers like us to take a more data-driven approach to optimizing their landing pages.
The report documents our findings after using machine learning to analyze the behavior of 74,551,421 visitors to 64,284 lead generation landing pages belonging to 10 of our most popular customer industries.
For each industry, the report summarizes average (and good and bad) conversion rates, and how certain variables — such as reading ease, page length and emotion — impact how likely a prospect is to convert.
Our hope was that these findings would help marketers make data-informed decisions when writing copy for their landing pages. But at Unbounce, we also like to eat our own dog food.
So when our design team was recently wireframing new landing page templates for the Unbounce builder, they looked to the report (and to commonalities between the 10 highest converting customer landing pages in each industry) to inform design decisions.
10 brand spankin’ new landing page templates for 10 of our most popular customer industries: Travel, Real Estate, Business Consulting, Business Services, Credit & Lending, Health, Higher Education, Home Improvement, Legal and Vocational Studies & Job Training.
Grab the report (which includes full benchmarks and copy recommendations for your industry) below, or keep reading for a sneak peek at five of our 10 new templates (check them all out here).
Business Services: Harbor Template
The Unbounce Conversion Benchmark Report uses an Emotion Lexicon and Machine Learning to determine whether words associated with eight basic emotions (anger, anticipation, disgust, fear, joy, sadness, surprise and trust) affect overall conversion rates.
In the Business Services industry, Unbounce data scientists found that trust is an important emotion to convey. In fact, if more than 8% of your language implies trust, you could see some improvement in your conversion rates.
To complement trustworthy copy, Unbounce designers added a section to the Business Services Harbor Template to flaunt relevant trust seals and certifications, directly under the CTA. It also includes a pretty aesthetically pleasing optional video background:
And here’s one more data-backed copywriting tip for the road:
Be as concise as you can. Overall, Unbounce data scientists found that pages with fewer than 100 words convert 50% better than those with more than 500 words.
Business Consulting: Marconato Consulting Template
You’ll notice the landing page template below that Unbounce designers created is quite short.
That’s because Unbounce data scientists found that every additional 250 words on a Business Consulting industry landing page correlates with 20% lower conversion rates.
You’ll notice that the template is a lead generation page offering an incentive such as an ebook. Our designers made this decision because they found that the top 10 highest converting Business Consulting landing pages they analyzed offered content instead of simply inviting visitors to “get in touch.”
One more thing to keep in mind when writing copy for this template?
Using any words that might evoke feelings of disgust in your audience (words like “blame,” “cheat,” “collapse,” “disaster,” and “offend”) could be hurting your conversion rates.
Real Estate: ALLHËR Template
When Unbounce designers analyzed the 10 highest converting customer landing pages in the Real Estate industry, they found (unsurprisingly) that the pages were chock full of imagery: beautiful hero shots of the interior and exterior of properties, maps, full-width photography backgrounds and floor plans.
They took a cue from this when creating the visually striking ALLHËR Template:
And just because we like ya, here’s a bonus tip to keep in mind when you’re writing copy for your Real Estate landing page:
Unbounce data scientists saw a slight negative trend for pages in the Real Estate industry using more fear-inducing terms.
If more than half a percent of your copy evokes feelings of fear, you could be hurting your conversion rates.
Here are some words commonly associated with fear on Real Estate lead capture landing pages: highest, fire, problem, watch, change, confidence, mortgage, eviction, cash, risk… (See the full list in the Unbounce Conversion Benchmark Report.)
Travel: Wayfaring Template
For the Travel Industry, Unbounce designers once again created a template that is quite visually striking, with a video background that transports you:
The emphasis on imagery in this template isn’t only a design choice; Unbounce data scientists found that in the Travel industry, landing pages with clear and concise language tend to perform best.
The large images complement the minimal copy boxes, which encourage you to explain what you are offering as simply as possible.
And here’s one final bonus copywriting tip, pulled straight from the Conversion Benchmark Report:
When writing copy for the Travel industry, keep language positive. If even just 1% of page copy subconsciously reminds your visitors of feelings of anger or fear, you could be seeing up to 25% lower conversion rates. No one wants to be angry on their vacation!
Here’s a selection of commonly used words associated with anger in Travel, pulled from the Emotion Lexicon: limited, tree, money, hot, desert, endless, challenge, treat, fee, feeling, rail, stone, bear, buffet, lynch, bang, cash, cross, despair, shooting.
Higher Education: McGillis University Template
The Unbounce Conversion Benchmark Report indicates that for the Higher Education industry, the highest converting lead generation landing pages are short and sweet.
On average, pages using 125 words or less have 15% higher conversion rates. With this in mind, Unbounce designers created a short but punchy McGillis University Template for the Higher Education industry:
Bonus data-backed tip to help you fill this template with high-converting copy:
Higher Education is one of the few industries where targeting college educated reading levels has similar landing page conversion rates to copy targeting 7th graders.
At the end of the day, when you’re writing copy for your Higher University landing page, don’t stress about reading levels too much — if you are communicating complicated concepts to a highly educated audience, it’s okay to use big words.
Let the data guide you
There you have it, five of the 10 data-backed templates that have just been launched in the Unbounce builder. Do you belong to an industry that wasn’t covered in this post? Check out all Unbounce templates here.
Once you’ve chosen the template you’d like to use to get started, read more data-backed copywriting tips for your industry in the Conversion Benchmark Report — and get a feel for what a “good” conversion rate is before you set that baby live!